Here’s what happens when an author studies his own book

When I wrote How to Close More Business in Less Time, I was focused entirely on eyeball-to-eyeball, face-to-face transactions.

The majority of the examples I used and stories I told had to do with one-on-one interactions between a sales person and a prospect in close proximity to one another. I used these stories to dramatize exactly how a sales process could be orchestrated to live up to the title of the book: closing more business and often better business in less time.

I did, however, share one story about a business that exists entirely online –– no storefront! I talked about how they constructed a website, supported it with technology, educated they team members, and created an exceptional experience. That story, of course, had to do with Crutchfield.com, an online audio, TV and video, and electronics company.

Shifting Gears just a little: I never know what kinds of marketing projects are coming in the door until the phone rings or a client refers me to someone they know.

That’s exactly what happened one day last year. I found myself talking to a business that had a tremendous amount of traffic to their website, but failed to convert that traffic into a next step. In other words, their website simply wasn’t motivating prospects to pick up the phone, send an email request, or take any action to connect.

Essentially, I went back to my own book –– this time, to read between the lines. I wanted to see how I could create a new, improved sales process for a website that would qualify and educate prospects and motivate them to take the next step. (This is the conversion I talked about in last week’s post.)

It worked. And I shared the link with you when the website came online in December: Silver Fin Capital.

Since then, I’ve been working diligently with my marketing team to formalize how we can successfully support any business that’s investing heavily in search engine optimization, spending a significant amount for Google Adwords or pay per click, or simply not getting the conversions they need. I’m happy to say we worked it out.

I am pleased to introduce a new team within ProfitAbility Institute. Meet The Strategic Marketing Team, dedicated to building websites and constructing marketing that consistently and efficiently converts more traffic in less time!